Summary of the Campaign
Keep Flying was a spontaneous campaign to motivate South Africans to keep this spirit of the World Cup alive. The World Cup showed us there is so much goodwill amongst us and rather than fall prey to the typical post event depression, we wanted to harness our spirit of togetherness and focus on our future. Shortly before the World Cup started racial tensions flared after the controversial 'Kill the Boer' song and the murder of right wing AWB leader Eugene Terrblanche. We needed something to rally around and continue the positive World Cup spirit.

So we developed an 'open-source' idea to be spread by our network of partners – production houses, media owners, clients and even our competitors. We asked brands to:
- Fly the 'Keep Flying' Flag logo in your communication by using the Keep Flying logo'
- Start Keep Flying initiatives that are unique to your brand
- Leverage existing initiatives to spread the word

The campaign spread instantaneously with more than 300 corporations eventually joining in. The campaign received more than R5 million in PR, more than R10 million free media and more than R15 million in endorsements (calculated by C-Cubed Communications).

The Situation
Shortly before the World Cup started racial tensions flared after the controversial ‘Kill the Boer’ song and the murder of right wing AWB leader Eugene Terrblanche. The World Cup showed us there is so much goodwill and joy amongst us when we come together as a nation. But what if we went back to the way we were before? We needed a way to re-direct the nation's spirit.

We realised that if we could keep flying the flag as a symbol of our goodwill and our ability to achieve great things together, we would come together as one nation again.

The Goal
The objective of the campaign was to create a symbol that a nation could rally around. Rather than fall prey to the typical post event depression, we wanted to create an open-source campiagn that allowed the entire country to harness our spirit of togetherness during the World Cup and not fall back into the desctructive mindset of the recent past.

The target audience was the entire nation, but we started with those people who had the ability to help spread the message quickly. Using our partnerships with media owners, broadcasters, competitor brands and agencies; the campaign spread instantaneously and grew quickly.

The Strategy
We realised that if we could keep flying the flag as a symbol of our goodwill and our ability to achieve great things together during the FIFA World Cup, we would unite as a nation again and surpass the rational tensions that were flaring shortly before the World Cup started.

The strategy was to make South Africans take responsibility for flying their country's flag. By getting them to rally around the flag and to take pride in what it stands for, we could re-enforce the positive momentum gained during the World Cup.

And by getting them to take up positive initiatives and to attach the flag to all of their existing initiatives we could leverage all this positive momentum under one unifying banner.

Execution
1. First we created an open-source campaign identity with a website portal
2. We then developed launch advertising and a brand manifesto
3. The idea was pitched to our clients who agreed to use the symbol in their advertising
4. We then approached competitor clients who also bought into the idea
5. With South Africa's biggest brands on board, we briefed the media, media owners and broadcasters who commited to free media to help launch the campaign and also to place the symbol in their mastheads
6. We briefed the top production companies who produced 22 TV commercials to be flighting nationally during the campaign
7. Once we had reached critical mass and the campaign drew to a close, we handed over to Brand South Africa and partnered with Lead SA, who continue to 'Fly the flag' in their campiagns.

Documented Results
Keep Flying cost the agency R250,000 in hard cash. It cost an estimated R1 million in staff time alone. But in return for our collective efforts, we achieved the following measurable results (Calculated by C-Cubed Communication):

In one month we:
- Inspired more than 300 companies to Keep Flying
- Attracted 31,177 people to our website, from 133 countries
- Attracted the support of K’naan
- Discovered 2,356 Facebook fans
- Answered 5,634 emails
- Delivered 3,284 downloads off 69,421 page views
- And more than 76,000 (to be confirmed) South Africans to Fly the Flag in a World Record attempt.